Norqain CEO Ben Küffer shares about the Zermatt boutique and the path he and his team have charted towards the peak of Swisswatchmaking. luxurywatch
The x-factor, if you will, here is Küffer’s charm and unrelenting passion for independent watchmaking. He represents a new generation in watchmaking who are more open and flexible, willing even to include the community of Norqain watch owners into the fold. A Norqainer, he explains, is both someone who works at the company as well as someone who wears a Norqain, and a brand ambassador.
Congratulations on the opening of the Zermatt boutique! Norqain might be new to our readers so tell us a little about the brand. I guess that is the elevator pitch for the brand! Tell us a little more about how Norqain came to be. It was important to have a strong team from the start. It was Ted who saw the opportunity in accessible independent watchmaking. As you know, there are a number of independents in Swiss watchmaking but none who offer something for under CHF5,000. We wanted to bring this quality, and this spirit of independence below CHF5,000.Spot on! There are many challenges but you have to be conscious of the opportunities, otherwise you won’t do anything.
We have a clear strategy on this point. We are building the Norqain brand like a mountain. We have our base watches, powered by ETA and Selita movements. Next, we introduced in 2020 the Kenissi movements, the next summit for our brand. These are exclusive movements. We also tried with these watches to be a little bit more daring, a little more different. This year we are attacking a new summit, which is new materials. We are going into designs that are quite unique.
Having a movement strategy helps with dealing with the current supply problems. Tell us how you are handling this issue in general.
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